Audience Analysis

A message must be compatible with group values and beliefs. Taxpayers, for exam­ple, get more interested in recycling when the message points out that trash collection costs millions of tax dollars annually or that recycling will generate revenues to keep taxes down.

Tapping a group's attitudes and values in order to structure a meaningful message is called channeling. It is the technique of recognizing a general audience's beliefs and suggesting a specific course of action related to audience members' self-interests. In this example, the incentive to participate in recycling programs is given a strong push by the prospect of tax savings.

It must be remembered, however, that taxpayers are only one target audience. A message to members of hiking clubs might emphasize that overflowing landfills and mountains of trash are despoiling scenic areas. You should always keep in mind that the more you can segment various audiences, the more you can tailor your message to specific group attitudes.